企业营销负面曝光事件研究述评
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外国经济与管理 2009 年 第 31 卷第 02 期, 页码：33 - 39
摘要
参考文献
摘要
营销中的负面曝光事件是指企业营销过程中发生的关于产品、服务、企业整体或员工个人的具有极大破坏性且传播面非常广的事件。本文对有关企业营销中的负面曝光事件的研究文献进行了述评,梳理了学者们从归因视角、印象理论视角、管理视角,以及溢出效应视角进行的相关研究,最后指出了现有研究的不足并展望了未来的研究方向。
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[7]Jorgensen,Brian K.Components of consumer reaction to company-related mishaps:A structural equation model approach[J].Advancesin Consumer Research,1996,23:346-351.
[8]Pullig,Chiris,Richard G Netemeyer,and Abhijit Biswas.Attitude basis,certainty,and challenge alignment:A case of negative brandpublicity[J].Academy of Marketing Science Journal,2006,34(4):528-542.
[9]Votolato,Nicole,and Rao Unnava.Spillover of negative information on brand alliances[J].Journal of Consumer Psychology,2006,16(2):196-202.
[10]Laufer,Daniel,David H Silvera,and Tracy Meyer.Exploring difference between older and younger consumers in attributions of blamefor product harm crisis[J].Academy of Marketing Science Review,2005,10(7):1-24.
[11]Klein,Jill,and Niraj Dawar.Corporate social responsibility and consumers’attributions and brand evaluations in a product-harm crisis[J].International Journal of Research in Marketing,2004,21(3):203-217.
[12]Ahluwalia,Rohini.Examination of psychological processes underlying resistance to persuasion[J].Journal of Consumer Research,2000,27(2):217-232.
[13]Ahluwalia,Rohini.How prevalent is the negativity effect in consumer environments?[J].Journal of Consumer Research,2002,29(9):270-280.
[14]Laufer,Daniel,and Timothy Coombs.How should a company respond to a product harm crisis?The role of corporate reputation andconsumer-based cues[J].Business Horizons,2006,49(5):379-385.
[15]Lei,Jing,Niraj Dawar,and Jos Lemmink.The impact of information characteristics on negative spillover effects in brandportfolios[J].Advances in Consumer Research,2006,33:324-325.
[16]Lei,Jing,Niraj Dawar,and Jos Lemmink.Negative spillover in brand portfolios:Exploring the antecedents of asymmetric effects[J].Journal of Marketing,2008,72(5):111-123.
[17]Dahlen,Micael,and Fredrik Lange.A disaster is contagious:How a brand in crisis affects other brand?[J].Journal of AdvertisingResearch,2006,46(12):388-396.
[18]Rhee,Mooweon,and Pamela R Haunschild.The liability of good reputation:A study of product recalls in the US automobile industry[J].Organization Science,2006,17(1):101-117.
[2]Ahluwalia,Rohini,Robert E Burnkrant,and H Rao Unnava.Consumer response to negative publicity:The moderating role of commit-ment[J].Journal of Marketing Research,2000,37(5):203-214.
[3]Siomokos,George,and Gary Kurzbard.The hidden crisis in product-harm crisis management[J].European Journal of Marketing,1994,28(2):30-41.
[4]Niraj Dawar,and Madan M Pillutla.Impact of product-harm crises on brand equity:The moderating role of consumer expectations[J].Journal of Marketing Research,2000,37(5):215-226.
[5]Roehm,Michelle L,and Alice M Tybout.When will a brand scandal spillover,and how should competitors respond?[J].Journal ofMarketing Research,2006,53(8):366-373.
[6]Jorgensen,Brian K.Consumer reaction to company-related disasters:The effect of multiple versus single explanations[J].Advances inConsumer Research,1994,21:348-352.
[7]Jorgensen,Brian K.Components of consumer reaction to company-related mishaps:A structural equation model approach[J].Advancesin Consumer Research,1996,23:346-351.
[8]Pullig,Chiris,Richard G Netemeyer,and Abhijit Biswas.Attitude basis,certainty,and challenge alignment:A case of negative brandpublicity[J].Academy of Marketing Science Journal,2006,34(4):528-542.
[9]Votolato,Nicole,and Rao Unnava.Spillover of negative information on brand alliances[J].Journal of Consumer Psychology,2006,16(2):196-202.
[10]Laufer,Daniel,David H Silvera,and Tracy Meyer.Exploring difference between older and younger consumers in attributions of blamefor product harm crisis[J].Academy of Marketing Science Review,2005,10(7):1-24.
[11]Klein,Jill,and Niraj Dawar.Corporate social responsibility and consumers’attributions and brand evaluations in a product-harm crisis[J].International Journal of Research in Marketing,2004,21(3):203-217.
[12]Ahluwalia,Rohini.Examination of psychological processes underlying resistance to persuasion[J].Journal of Consumer Research,2000,27(2):217-232.
[13]Ahluwalia,Rohini.How prevalent is the negativity effect in consumer environments?[J].Journal of Consumer Research,2002,29(9):270-280.
[14]Laufer,Daniel,and Timothy Coombs.How should a company respond to a product harm crisis?The role of corporate reputation andconsumer-based cues[J].Business Horizons,2006,49(5):379-385.
[15]Lei,Jing,Niraj Dawar,and Jos Lemmink.The impact of information characteristics on negative spillover effects in brandportfolios[J].Advances in Consumer Research,2006,33:324-325.
[16]Lei,Jing,Niraj Dawar,and Jos Lemmink.Negative spillover in brand portfolios:Exploring the antecedents of asymmetric effects[J].Journal of Marketing,2008,72(5):111-123.
[17]Dahlen,Micael,and Fredrik Lange.A disaster is contagious:How a brand in crisis affects other brand?[J].Journal of AdvertisingResearch,2006,46(12):388-396.
[18]Rhee,Mooweon,and Pamela R Haunschild.The liability of good reputation:A study of product recalls in the US automobile industry[J].Organization Science,2006,17(1):101-117.
引用本文
王晓玉, 晁钢令. 企业营销负面曝光事件研究述评[J]. 外国经济与管理, 2009, 31(2): 33–39.
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